The Bloc, An Origami Aviary for Downtown Los Angeles

the challenge.

The Bloc’s challenge was winning over the public amidst its disruptive, confusing, inconvenient construction phase, while conveying their promise to be “the beating heart of DTLA,” —open to the sky, the city and the community, a place that fosters human connectivity through an innovative interpretation of shopping, dining and working.

the approach.

Our “in construction” campaign offered experiential proof that The Bloc was “walking the talk.” Striking murals by Chris Lux and Sumi Ink Club transformed the street-scape for all to enjoy. 2000 white origami birds hovered above the main entrance, colorful construction tunnels and witty way-finding signage helped to create order and liven up dead zones. Interior blue sky murals suggested and interpreted the actual open sky soon to come.

the results.

The results have built trust in the community and created strong engagement and social media buzz.